Peak Season: Big time to show off your localization efforts
Get local-ready for Black Friday, Christmas & Winter Sales
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
November is typically one of the busiest months in the world of marketing. You come back feeling refreshed and invigorated from the summer, dive straight into 'Back to School' campaigns, and have October to prepare for the year-end.
Yes, this is the year we'll plan everything with time, get the strategy and briefings ready, involve everyone so that when November arrives, we are already ahead with the Black Friday and Christmas campaigns.
True story: That NEVER happens.
You can be well-prepared, but the 'last-minute things' will inevitably crop up; it might be a new channel to test, an idea that wasn't on the table before, or a budget lower than expected... who knows.
That's why I want to share with you 3 keys to ensure you go truly local this Peak Season.
Ready?
Understand local culture and traditions
Don't run a Thanksgiving campaign outside the U.S., don't assume Santa Claus is universally celebrated, and research the evolution of Black Friday in each specific market.
A few years ago, I worked with a client who had a global Christmas strategy, including an Advent Calendar and Christmas sales. I raised my hand and explained how, in Spain, we write a letter to the Three Wise Men, which takes place on the night of January 5th.
We kept the Advent Calendar (it's a growing trend in Spain and relevant to our audience) but dropped the Christmas sale to go with a Spain-specific campaign, which turned out to be a success.
Personalized messages and promotions
Even if you have a global campaign spanning different markets, your messaging should be unique for each of them. Taking the Spanish Christmas example (yes, that's my area of expertise), I know some local keys to connect with the audience, including food, traditions, commercials, memes, and all the things that wouldn't make sense outside this market.
What kind of food is typically eaten during these festivities? Who does the cooking? Which songs are always played? What jokes circulate among friends during this time? Use them!
Timing and Seasonal Relevance
I lived in South Africa for 2 years, and Christmas there felt... different. We had the same commercials, similar decorations, and even some Christmas carols. But we were in the middle of summer, with temperatures never dropping below 20 degrees.
It's quite the contrast, isn't it? You're watching all those movies with snow, speaking with your family under blankets in the Northern Hemisphere while sipping on a slushy near the beach.
For Black Friday, what started as a single day has evolved into a Black Week or even Black Month in some countries and industries.
The big day for Christmas can fall in December (24th, 25th, or even 26th) or January (1st, 6th).
Do your research, ask the locals (this always helps), and get ready for the busiest time of the year.
Market-in
Resources to reach your peak level.
💡 Today I’m attending this webinar about Translation Quality, with people I know (and admire, to be honest). You can still attend at this link.
Outside the desk
Where the magic really happens.
🎃 This is Halloween! I experienced my first New York Halloween by going to the Village Parade, and it was great. My phone is now full of videos and ideas for future costumes.
📖 I'd like to know your thoughts on this: I prefer to read marketing books in English, but when it comes to novels, I can struggle to get hooked on them. Additionally, traveling with a light backpack makes it difficult to buy new ones.
🐍 As a Marvel fan, I've just started watching the second season of Loki. If I were to tally up all the hours I've dedicated to Marvel over the past few years... well, perhaps it's best not to try.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how can we work it out.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙